The ubiquity of artificial intelligence across the CES 2025 landscape is as impressive and awe-inspiring as the already iconic Sphere. It’s a wake-up call from countless technology companies promising to make AI the center of their known digital universe.
Unlike other CES trends (think virtual reality and 3D TV) that are more marketing than utility, there’s an inescapable logic here. The inherent power, versatility, and unprecedented exponential growth of AI make it almost unlike any technology we have encountered before.
What companies like Delta, BMW, LG, Hisense, Samsung and others have recognized is that AI can bring together the data their systems have been collecting and moving between their previously disparate digital systems into a near-organic whole that proactively operates at around him. request.
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Delta, for example, turns 100 this year, which means it has had a century-long intimate relationship with our travel needs, which naturally bond us together as people. We travel for work, fun, family connection (the best, worst, and most mundane moments of our lives), where we go, and what we do doesn’t begin and end on the flight. It begins the moment we start thinking about a trip, planning it, packing our bags, arriving at a destination and then turning around to return home. Companies like Delta that provide connecting services also have a wealth of data about what we do and that is the lifeblood of powerful AI.
That’s why it makes sense to have a Delta concierge to eventually tie it all together and proactively guide and assist you throughout your trip.
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Similarly, Samsung has been trying for years to interest consumers in its SmartThings smart home platform, but this year the effort morphed into Home AI and SmartThings everywhere. The backbone of the connection is data, communication between products and between categories, and AI helps bring it all together so that the results make sense for everyday consumers. Even Bixby, a somewhat forgotten digital assistant, seems to be getting an intelligence upgrade that finally makes it a useful part of the whole.
If there’s one thing that’s consistent in most AI-related ads I’ve seen so far, it’s their boldness. BMW isn’t just polishing up its existing iDrive system like an old “Beamer,” adding a new display or an app-based assistant. Instead, it is reinventing the interior of almost all of its new cars. The dashboard isn’t just a collection of disparate readouts, it’s a system, a window into the heart of your driving experience and needs that extend far beyond the car’s interior.
Once again, AI is encouraging companies to try to connect more broadly with their life experience. Naturally, when one company tries to engage you at home while another approaches your door, strange collisions can occur and we may soon be wondering how much AI we need in our lives.
But the reality is that if all this AI works, it will be transparent. We will notice that apps and screens are becoming hyper-personalized, remembering our preferences, schedules, and connections in a way that feels useful, transformative, and unforced.
Certainly CES keynote presenter Nvida believes this. The company is almost single-handedly driving the backbone of the AI revolution with increasingly powerful silicon that can run ever larger models. Energy costs are a big question, but I’m almost sure it will be solved along with the growth of AI, or perhaps it will be solved by Artificial General Intelligence, which may be just around the corner.
Of course, there’s an element of overselling when companies like Hisense promise to “make your life with AI.” I mean, they’re not necessarily wrong, but there might be a better way to put it. Samsung likes to say “AI for everyone,” which is true, but perhaps it sounds too much like a rallying cry. LG offered “Caring Intelligence,” which sounds nice but also creepy. The AI has no real emotions, and I would prefer it not try to fake affection.
I also saw that some companies confused proactivity with invasiveness. LG’s in-car AI solution seemed to be watching everything you do and then offering suggestions related to your most minute emotional or physical cues. Nobody wants to feel watched. The good news is that customer displeasure will quickly kill that type of AI “innovation” and less weird, more useful AI will take its place.
@lanceulanoff ♬ original sound – LanceUlanoff
Yes, CES is packed with AI, but I also think that even the smaller companies that are adopting it here are doing so for long-term gains and not short-term goals or notoriety. I saw a sexual health company encouraging customers to opt into a beta program where they can share intimate but anonymous data so the AI model can learn and ultimately improve the product for all users.
CES has always focused on the potential of technology to change our lives. The ubiquity of AI in the mass event doesn’t change that, it just does it at scale.
